{"id":59849,"date":"2025-11-14T01:00:38","date_gmt":"2025-11-14T09:00:38","guid":{"rendered":"https:\/\/www.kochava.com\/?p=59849"},"modified":"2025-11-17T13:15:13","modified_gmt":"2025-11-17T21:15:13","slug":"surviving-the-vanishing-click-marketing-in-the-age-of-ai-powered-search","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/surviving-the-vanishing-click-marketing-in-the-age-of-ai-powered-search\/","title":{"rendered":"Surviving the Vanishing Click: Marketing in the Age of AI-Powered Search"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

How marketers adapt when searches increasingly end without a website visit<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” class=”tldr”][vc_column_inner top_padding_desktop=”20px” constrain_group_100=”yes” bottom_padding_desktop=”20px” left_padding_desktop=”20px” constrain_group_101=”yes” right_padding_desktop=”20px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]TL;DR Summary<\/strong>\r\nMore than half of searches now end without clicks when AI summaries appear at the top of results, causing traffic drops of 60\u201380% for many brands. Success requires mastering three new disciplines beyond SEO: making content AI-friendly (AIO), earning citations in AI answers (AEO), and building trust as an authoritative source (GEO). The winning strategy involves cross-functional team collaboration wherein PR secures earned media mentions, content is structured for AI consumption, and quality trumps keyword gaming. The zero-click era rewards genuine problem solving over shallow optimization tricks.<\/em><\/strong>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1763131082426{margin-bottom: 0px !important;}”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]The traffic was there yesterday. You watched it flow through your carefully constructed funnel, each visitor a validation of time spent optimizing title tags and building backlinks. Then\u2014slowly at first\u2014the stream evaporated before reaching your site. Organic traffic down 60% year-over-year. Then 70%. Some brands reporting 80%. Not a technical glitch. Not seasonal fluctuation. Instead, the new normal.[\/vc_column_text][vc_column_text css=”.vc_custom_1763131059314{margin-top: 25px !important;}” text_direction=”default”]Welcome to the zero-click era, where AI-powered search has fundamentally rewritten the rules of digital marketing. A person inputs a query, the answer appears atop the results\u2014summarized, synthesized, and served up by AI\u2014and the searcher moves on. Your carefully optimized content? Invisible somewhere below the fold.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”left” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][image_with_animation image_url=”59862″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1763131046388{margin-top: 25px !important;}” text_direction=”default”]In a recent webinar, Zero-Click Marketing: Winning in the Age of AI-Powered Search<\/a>, a panel of marketing experts gathered to share hard-won insights from the trenches of this transformation. Their message was unmistakable: The playbook is being completely rewritten as we speak.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1763149080858{margin-bottom: 15px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1763147417554{margin-top: 25px !important;}” text_direction=”default”]\r\n

The Numbers Don\u2019t Lie<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]The statistics paint a clear picture: One in five searches are now answered directly by AI. Click-through rates have plummeted 35% due to Google\u2019s AI overviews. Sites appearing below these AI-generated summaries have suffered a 79% drop in organic traffic. And perhaps most telling: 65% of all Google searches now trigger the AI overview, and more than half of those that do end without a click.\r\n

Kevin Dulaney<\/a>, EVP and Global Head of Innovation & Integrated Marketing at SourceCode Communications<\/a>, has witnessed the carnage firsthand, revealing that some brands are losing the majority of their organic traffic.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”20px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#00B3E3″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n

“I’ve seen some brands dropping up to 80% of their organic traffic. It\u2019s a huge paradigm shift\u2014not just because of new search technology, but how we\u2019re interacting with technology and the way we find information.”<\/p>\r\n[\/vc_column_text]

\"Kevin <\/div>
Kevin Dulaney<\/span>\r\nEVP and Global Head of Innovation & Integrated Marketing, SourceCode Communications <\/span> <\/div>
<\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]The crisis extends beyond traffic metrics. Harvard Business Review<\/a> reports that 95% of investments in generative AI have produced zero returns. Meanwhile, according to Cordial\u2019s Intent Divide study<\/a>, 47% of brands admit that they have no deliberate strategy for optimizing content for AI-powered search engines. Marketing teams are investigating, testing\u2014and largely flailing.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

What Content Survives?<\/h2>\r\nNot all content faces equal risk in this new reality. AI excels at summarizing informational queries, news articles, and product reviews\u2014the very content types that traditionally drove organic traffic. When someone searches \u201chow to tie a tie\u201d or \u201cbest budget smartphones,\u201d AI synthesizes multiple sources into a comprehensive answer, eliminating the need to visit a single site.\r\n\r\nBut unmistakably human content\u2014first-person stories, in-depth experiential insights, live event coverage\u2014remains difficult for AI to tease out or replicate. Content wherein the value lies in the telling and not just the facts still drives clicks. The challenge is knowing which of your assets falls into which category.\r\n\r\n\u201cSearch used to be about keywords, but now it\u2019s more conversational,\u201d Dulaney explains. \u201cWe\u2019re searching for solutions, giving engines the context, and expecting AI engines to do research for us. You\u2019re forming your site not just with your services and industries, but structured to solve problems.\u201d[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1763079328647{margin-bottom: 0px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

Decoding the Alphabet Soup: AIO, AEO, GEO<\/h2>\r\nTraditional SEO focuses on keywords, backlinks, and page rankings. This foundation still matters. But marketers now face three additional layers demanding attention:[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” class=”aio”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]AI Optimization (AIO)<\/strong>\r\nmakes content easy for AI systems to process and reuse. This means token-efficient language, embedding relevance, and prompt-compatible phrasing. Think of AIO as making sure your content speaks AI\u2019s native language.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]Answer Engine Optimization (AEO)<\/strong>\r\nfocuses on capturing direct answers in search results\u2014featured snippets, voice responses, AI overviews. It\u2019s about becoming the cited source through Q&A structure, snippet-friendly formats, and clear alignment with user intent.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]Generative Engine Optimization (GEO)<\/strong>\r\npositions you as the source of record when AI models generate responses. This requires quality, well-researched content that\u2019s structured, scannable, and cited by authoritative sources. GEO is reputation building\u2014making your content trusted and reused by AI.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner top_padding_desktop=”20px” constrain_group_100=”yes” bottom_padding_desktop=”20px” left_padding_desktop=”20px” constrain_group_101=”yes” right_padding_desktop=”20px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n

<\/i> These AIO \u2022 AEO \u2022 GEO approaches lean heavily on Google\u2019s E-E-A-T<\/strong> principles: Experience, Expertise, Authoritativeness, Trustworthiness.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]But here\u2019s the kicker: Best practices are constantly evolving. \u201cCheck not just from your perspective,\u201d Dulaney advises. \u201cEngines have memory. Have a friend check, use incognito, pull from different regions and roles to see if results are consistent.\u201d What worked last month may already be obsolete. Testing theories, measuring engine output, and frequently adapting strategy is essential.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1763148368733{margin-bottom: 0px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

Breaking Down the Silos<\/h2>\r\nPerhaps the most fundamental shift required is organizational. The zero-click challenge cannot be solved by any single team working in isolation.\r\n\r\n\u201cThis is about not working in silos anymore,\u201d emphasizes Leslie Amadio<\/a>, Director of PR at Kochava. \u201cThe new playbook is working cross-functionally across the team to leverage content\u2014earned and owned\u2014that establishes trust and authority, amplifying it across social and paid channels.\u201d\r\n\r\nEarned media (e.g., press coverage, podcast appearances, third-party validation) has emerged as a critical trust signal in the AI era. When reputable publications cite your expertise, AI engines register your legitimacy as a source. The traditional PR approach of securing a placement, posting it on LinkedIn, and moving on no longer suffices.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”7\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\u201cEarned media used to be the most effective way to improve organic SEO because it ranks high with Google\u2019s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles,\u201d Amadio notes. \u201cNow we break down that earned media placement into smaller parts, like carousel posts on LinkedIn, pulling bullets from the article, and linking back to the article to consistently establish and reinforce trust and authority.\u201d\r\n\r\nThis extends to owned content\u2014blog posts, whitepapers, and resources that companies create themselves. The shift required is tonal: \u201cIt\u2019s no longer about marketing speak. Dial back that style, because people want real conversations, real language,\u201d Amadio explains. Community-driven sites like Reddit rank highly in AI citations precisely because real people are discussing actual problems rather than regurgitating promotional copy.\r\n\r\nThe numbers bear this out. According to a July 2025 MuckRack report analyzing AI citation patterns, 95% of links cited by AI come from non-paid media sources. For earned media specifically\u2014journalism, corporate blogs, government sources, research\u2014the figure is 89%. For queries implying recency, nearly half of all AI citations come from journalism sources. Earned media isn\u2019t just important for authority building\u2014it\u2019s the fuel AI engines run on.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”59861″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner top_padding_desktop=”20px” constrain_group_100=”yes” bottom_padding_desktop=”20px” left_padding_desktop=”20px” constrain_group_101=”yes” right_padding_desktop=”20px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n

<\/i> For more on how PR functions as the new growth engine, SourceCode Communications explores AEO and the evolution of tech PR<\/a>.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]The cross-functional ethos becomes clearer when you map how each team contributes to AI optimization:\r\n